As the Qixi Festival—often dubbed China’s Valentine’s Day—comes to life in virtual realms, a new tradition is taking shape: digital romance and a booming festival economy in games.
On August 29, 2025, JX3 Online, one of the longest-running MMORPGs in the Chinese mainland, marked its 16th anniversary carnival with an unforgettable moment: a player’s heartfelt proposal to his in-game partner. Surrounded by hundreds of cheering fans in the game and thousands watching online, the union underscored how digital communities can spark real-world connections.
Major titles like Genshin Impact, Honor of Kings and Delta Force: Hawk Ops have all rolled out Qixi-themed quests, skins and in-game concerts, tapping into what industry experts call the “festival economy.” By weaving cultural traditions into gameplay, developers are creating immersive experiences that keep players engaged—and spending—beyond seasonal events.
“I never celebrated Qixi before playing JX3,” admits Mo Dao, a veteran player. “But the themed challenges and storylines make the festival feel alive. It’s the highlight of my year.”
This trend highlights a growing synergy between culture and commerce in the Chinese mainland’s gaming industry. As virtual festivals flourish, they offer a glimpse into how tradition and technology can unite to shape the future of community and celebration.
Reference(s):
cgtn.com
